What Great Brands Do:

The Seven Brand-Building

Principles that Separate
the Best from the Rest
BY DENISE LEE YOHN
Chapter 3:
“Great Brands Ignore Trends”

REPORT BY ENGR. ARNOLD L. MAAÑO

Great brands focus on what they
stand for, not on what's popular.
Example: Southwest Airlines
has built a strong brand by
sticking to its no-frills approach,
rather than trying to compete
with higher-end airlines.
Building a timeless brand requires a
clear sense of identity and purpose.

Example: Apple's strong brand

identity is rooted in its focus on
design and innovation, which has
remained consistent over time.
Chasing trends can lead to a loss of brand
identity and alienate core customers.

Example: Pepsi's attempts to

compete with Coca-Cola's classic
branding and messaging resulted
in a loss of brand identity and
loyal customers.
To build a timeless brand,
invest in the brand over time.
Example: BMW's commitment
to high-quality materials and
design has built a strong brand
reputation and loyalty over time.
To build a timeless brand,
invest in the brand over time.

1. Scanning
2. Listening, and
3. Forecasting
Practical Tips:
• Identify your brand's core values and purpose.
• Focus on delivering value to your customers.
• Stay up to date on industry trends without being
swayed by them.
• Be willing to take risks to build a unique and
differentiated brand.
Conclusion:
• Great brands ignore trends and focus on their core
values and purpose.
• Investing in the brand over time is key to building a
timeless brand.
• Use these practical tips to build a strong and
differentiated brand.